The iPhone Ultra, Apple’s first foldable handset, is set to headline the company’s Surprise and Shine event on 9 September, marking the opening chapter of a leadership transition at the top of the business. Alongside the foldable, Apple is expected to unveil the iPhone 18 Pro, a new Apple Watch and further devices.
The launch arrives as John Ternus begins his tenure as chief executive, taking over from Tim Cook, who now holds the title of Executive Chairman. Every product being shown was already approved before the handover, meaning the reveal reflects decisions taken well in advance rather than the immediate priorities of the incoming leadership.
Cook takes a VIP seat, not a starring role
Tim Cook is expected to attend the event at Apple Park, most likely seated in the VIP section alongside press and other notable guests. He is not anticipated to appear in the pre-recorded event video, though he is still expected to be photographed afterwards handling the iPhone Ultra and possibly the iPhone 18 Pro models.
That distinction carries weight. Apple chose to use one of its most significant hardware launches in a decade as the vehicle for a chief executive introduction. Presence in a VIP row is a courtesy, while absence from the recorded presentation reflects a deliberate editorial choice.
In a memo to Apple employees in April 2026, Ternus wrote: “I look forward to working with you very closely in my new role. Needless to say, I still plan to be very hands-on.” The handover appears to have been timed around this event rather than around Cook’s own schedule.
What the foldable bet signals
The iPhone Ultra represents a notable strategic shift. Apple avoided the foldable form factor for seven years while Samsung, Huawei and Motorola shipped successive generations. The company has now selected this launch, of all of them, to introduce the executive now running the business.
For buyers, the leadership change does not alter the hardware on offer. It does, however, indicate what Apple believes it is selling and the confidence it is placing in the category.
The iPhone Ultra arrives against the Galaxy Z Fold 8, which reviews found to be nearly creaseless, with a titanium structure that proved sturdier under the display. The Fold 8 Ultra was described as not quite crease-free but among the best examples available. Durability remains an open question across the sector: a two-week-old Fold 8 Ultra was photographed showing a deeper crease than a four-month-old Oppo Find N6.
Existing foldable owners lose nothing on 9 September. The event confirms that Apple is entering a market where established rivals have refined their designs over multiple generations, with the crease and long-term durability yet to be fully resolved by any manufacturer.
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Image: phonearena.com
